When it comes to the types of credit cardholders issuers are after, times are much different than that of the past. As many issuers are finding themselves with record amount of delinquencies and write-offs, banks have either closed many accounts or made changes to cardholder’s terms so drastic that there has been no other choice but to opt out. In addition to that, issuers are also putting their focus on those that at one point were once considered “unprofitable”.

Unlike in the past where many issuers were focused on the quantity of people using their plastic, today the focus is more on those with higher credit scores. In many cases, research has shown that when it comes to the many of the larger issuers in the U.S., well above eighty percent of consumers getting offered credit cards have credit score above 700. As times have changed these consumers are being targeted as issuers determine that cardholders with higher credit scores will not only use their card more, they also have a likelihood of making their payments each month.

While most marketing efforts are being geared toward those with higher credit score, it is not the only group of people receiving applications to apply. The other group of people that seemed to be getting looked at by card issuers are those that currently do business with the financial institution in any form or fashion. When you are a customer of a bank, in many cases they already know what risks are involved with extending more credit to you. In any case where you will be extended credit, the lender will already know much of your spending and payment behavior, making it easier to determine if you will be a profitable customer.

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